New DISH Research Confirms Addressable TV Unlocks Growth in a Fragmented Market New modeling from DISH Media shows that reallocating just 10% of a campaign budget to addressable TV delivers double-digit gains in light TV viewer reach and improves in-target accuracy across the board. "Whether an advertiser is shifting dollars from traditional TV or streaming, addressable TV delivered consistent, measurable impact," said Howard Shimmel, President of Janus Strategy & Insights, LLC. "This proves that addressab ...